SUMMARY: The "connected individual" is changing consumer expectations, creating a marketplace where news media companies are competing against Amazon and Starbucks more than other media companies. INMA's latest strategic report dives into what that means for the industry.

Berney, founder of The Connected Marketer and a mobile marketing specialist, describes how “connectedness” has changed the behaviour and expectation of readers and, subsequently, should be changing how marketers communicate to this “connected individual.”

INMA members may download the report and non-members may order the report here.

Among the report highlights:

Attention as finite resource: Reduced attention spans caused by “always on” devices are turning attention into a finite resource — which is having a ripple effect on how stories get told.

Mobile driving connectedness: Mobile devices are empowering consumers to not just become multi-channel readers, but also to be connected patients, shoppers, and voters.

Connected marketing emerging in response: In response, media companies are embracing a shift to “connected marketing” to meet the needs of the connected individual, which impacts the brand experience across platforms.

Emerging behavioural patterns: Behavioural patterns are emerging on connected individuals ranging from an inability to focus to the need for participation to a need for instant gratification.

Personalisation and friction points: There is an increasing need for personalisation and the elimination of friction points driven by connected individual attributes.

“How the Connected Consumer Is Redefining News Media” is available for free to INMA members and available to non-members for US$795, which includes one year of association membership, all strategic reports, Webinars, and access to all INMA content and peer connection tools.